by chrisvcobb | Feb 19, 2022
How do two different healthcare brands join together to launch a new kind of clinic in a new market?
A NEW KIND OF NEIGHBORHOOD CLINIC
Solution
National insurer Humana and regional HCP powerhouse Vancouver Clinic joined forces to create Enliven, a neighborhood hub for adults 65 and older to drop by for a check-in with a doctor, take a fitness class with a certified instructor, or just hang out with friends over coffee.
CONCEPT & Messaging Snapshot
by chrisvcobb | Feb 19, 2022
How does national health insurance company Humana launch a new kind of clinic for seniors in a new market?
A NEW KIND OF NEIGHBORHOOD CLINIC
Solution
Humana partnered with Vancouver Clinic to create Enliven, a neighborhood hub for adults 65 and older to drop by for a health check-in with a doctor, take a fitness class with a certified instructor, and hang out with friends over a cup of coffee or a deck of cards.
CONCEPT & Messaging Snapshot
by chrisvcobb | Feb 19, 2022
Alden’s needed to reboot it’s 30-year old brand for the new natural channel world.
MARKETING THE NEW ALDEN’S BRAND
Challenge
Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had competing marketing teams in place, leading to confusion about how to combine their messaging and market with better more synergy.
Solution
After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, project management, group facilitation, and a fair amount of tact.
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- Conversion Rate – 90%
- Return Users – 77%
- Social Following – 85%
by chrisvcobb | Feb 19, 2022
How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?
Seeking culinarily-centered, destination-driven foodies.
Solution
Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.
I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.
Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.
by chrisvcobb | Feb 19, 2022
How does a growing hospitality company bring all of its eclectic brands under one roof?
bringing a multi-thread brand story to life
Solution
Tell a cohesive Z-Collection story that helps position the company for extraordinary growth.
CONCEPT & Messaging Snapshot
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